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    Why I’m staking my career on the growth of social business

    Home / social business / Why I’m staking my career on the growth of social business

    Why I’m staking my career on the growth of social business

    By Andrew Grill
     Posted 11/08/2014
     In social business
    Why I’m staking my career on the growth of social business2014-08-112018-08-27https://cdn.andrew.london/wp-content/uploads/2015/05/andrewdot-london-logo-head.pngAndrew Grill - Trusted Board-level Advisor & Futurist Keynote Speakerhttps://andrew.london/wp-content/uploads/2014/08/andrew-grill-the-drum-taxi.jpg200px200px
    65

    andrew-presenting-squareI have been working in “social” for some time. I worked out recently that I was “blogging” before it was even called blogging.

    The @Forum section of my personal website (seen here in a  from March 2001) was providing my views on the new digital economy some time ago.

     

    Back in 2009, I joined Visible Technologies in London, and as many know I was the CEO of Kred from 2011 – 2013. This was the formal part of my “social media” career where I provided tools and advice to blue chip clients on how to measure and manage their social media presence.

    My move to IBM in October 2013 was a deliberate shift from social media to social business, and it is important to explain the difference.

    I define a social business in the following way…

    A social business is an organization
    whose culture and systems
    encourage networks of people
    to create business value

    Note the words I have highlighted: culture – people – business value. No mention of fans, followers, likes, Facebook or Twitter – just real business value.

    This what my C-Suite clients want to hear. When anyone mentions social, they immediately think Facebook and Twitter and the conversation and the preconceptions become those related to social media and not social business.

    You can see me explain my shift towards social business in the video below, shot by the Drum as I spoke with Jen Faull while we drove around the streets of London in the back of a black cab.

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    Why I’m staking my career on the growth of social business

    So back to the title of this post – why am I now betting my career on social business and not social media?

    I passionately believe that the future of social now lies in companies that realise they need to become a social business and not just “play” with social.

    I am now attending meetings where clients have specifically asked me to present to them on social collaboration.

    Social collaboration is where internal tools such as IBM Connections, Yammer, Chatter and Jive are used to connect and enhance companies.  For me, internal collaboration is the new way of working, and in the future your value to an organisation won’t be what you know, it will be what you share.

    Before I joined IBM, I posted some lengthy reviews on a report from my good friend Brian Solis at Altimeter group on “the evolution of social business”, and it was this report that absolutely convinced me that the future of social was not in the “media” part, but the “business part”.

    The opportunity for those companies that become a true social business are way beyond having 1 million likes on Facebook.

    A social business uses social to hire and retain the right people, it uses social to ensure that complaints on social business get to the right department.

    A social business doesn’t rely on email, they collaborate in real time and share the knowledge of the whole company with each other.

    A social business knows instantly how to find subject matter experts – because they make themselves easy to find.

    Becoming a social business is not easy though. Far beyond simply putting up a Twitter page, buying a social media monitoring tool and having a social media command centre, the move to becoming a social business involves a significant culture change.

    One of the attractions of joining IBM is that we really do “eat our own cooking” when it comes to social business and the culture changes.  Every day I see the impact of how being a social business makes us more efficient and delivers incremental value to our clients.

    In pretty much every client meeting, I recount the story of how IBM became a social business, with hundreds of thousands of people using our internal social network on a daily basis, and how for many of us, social is becoming the norm not the exception.

    Clients respect that for such a large and diverse organisation as IBM to be embracing the power of social business, then they can learn from our own journey as we help them change and become an organisation that collaborates and shares by default.

    In my career, I have been fortunate to work with some amazing people, and also lucky enough to have been ahead of the curve on web, online, mobile and social trends.

    Following my instincts, I am now betting the next stage of my career on social business, and I think it’s a pretty safe bet.

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    Why I’m staking my career on the growth of social business
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    About Andrew Grill

    Futurist Keynote Speaker and former IBM Global Managing Partner, Andrew is a popular and sought-after presenter and commentator on issues around digital disruption and emerging technologies. He is a multiple TEDx & International Keynote Speaker. Watch his speaking showreel here, enquire about availability & fees here or listen to his latest Podcast - "The Practical Futurist Podcast" on your favourite app.

    Showing 65 comments
    • @sdgdv 11/08/2014

      Why I’m staking my career on the growth of social business and not social media http://t.co/k20poRpQLR

    • @London_Trend 11/08/2014

      Why I’m staking my career on the growth of social business http://t.co/qeVOfyZ6lv

    • @markwschaefer 11/08/2014

      Why I’m staking my career on the growth of social business http://t.co/fWCwxMtD5u via @AndrewGrill @social_ben

    • @philsawyer 11/08/2014

      Interesting blog post from Andrew Grill on growth of social business: http://t.co/73ijLaqDTr

    • @lgoddardtweets 11/08/2014

      RT @chrisfarrance: Why I’m staking my career on the growth of social business and not social media – London Calling social business: http:/…

    • @lbenitez 11/08/2014

      RT @edbrill: From @andrewgrill: Why I’m staking my career on the growth of social business and not social media http://t.co/BSg3zIi8TW #soc…

    • @owuraamoat 11/08/2014

      Why I’m staking my career on the growth of social business and not social media – London Calling social business: http://t.co/fi1bfik6hk

    • @Tooliers 11/08/2014

      RT @NickWAllen: Social Business is the future not Social Media and @AndrewGrill is betting his career on it! http://t.co/r9UUoDeLIZ #social…

    • @timfuell 11/08/2014

      RT @PaulBromford: Why I’m staking my career on the growth of social business and not #socialmedia http://t.co/zqNC4HXops > brilliant post @…

    • @cwgeorge 11/08/2014

      RT @PaulBromford: Why I’m staking my career on the growth of social business and not #socialmedia http://t.co/zqNC4HXops > brilliant post @…

    • @marazepeda 11/08/2014

      Definitely see a distinction MT @marshallk: Social business vs social media. @AndrewGrill focuses on the former. http://t.co/l7uqwX5ljY

    • @mstribling 12/08/2014

      RT @andyjankowski: Why I’m staking my career on the growth of social business http://t.co/YxaMHAOJhI by @andrewgrill

    • @LeeBogner 12/08/2014

      Why I’m staking my career on the growth of social business: I have been working in “social” for… http://t.co/bjZ0rw2QZJ | @AndrewGrill

    • @Arne_S_Nielsen 12/08/2014

      RT @edbrill: From @andrewgrill: Why I’m staking my career on the growth of social business and not social media http://t.co/BSg3zIi8TW #soc…

    • @tinachahal 12/08/2014

      “@PaulBromford: Love this defintion of social business from @AndrewGrill http://t.co/sFMQx0KelY http://t.co/BdG6fWLVfn” very true.

    • @TCFltd 12/08/2014

      RT @PaulBromford: Love this defintion of social business from @AndrewGrill http://t.co/QkOL505GWA http://t.co/lrm5zXhNu4

    • @shirleyayres 12/08/2014

      @PaulBromford Love this definition of social business from @AndrewGrill http://t.co/eLaun7QGTi think this will be a challenge for some orgs!

    • @ProfessorGary 12/08/2014

      Why I’m staking my career on the growth of social business and not social media – London Calling social business: http://t.co/CrE3ErFAUt

    • @mccoyjus 12/08/2014

      I see it daily and talk with anyone who will listen the power in #socialbusiness is real it’s changing the workplace https://t.co/oWNfawlROp

    • @TomPick 12/08/2014

      RT @ProfessorGary Why I’m staking my career on the growth of social business and not social media: http://t.co/hY2szCF4SM via @andrewgrill

    • @patrickattallah 12/08/2014

      RT @AndrewGrill: Why I’m staking my career on the growth of #socialbusiness and not just social media http://t.co/7HVynZA2Oh

    • @MerseyNorthBM 12/08/2014

      RT @PaulBromford: Love this defintion of social business from @AndrewGrill http://t.co/QkOL505GWA http://t.co/lrm5zXhNu4

    • @LynnC0924 12/08/2014

      RT @PaulBromford: Love this defintion of social business from @AndrewGrill http://t.co/QkOL505GWA http://t.co/lrm5zXhNu4

    • @chrisfarrance 13/08/2014

      A social business is an organization whose culture and systems encourage networks of people
      to create business value http://t.co/EEEEqMBzMO

    • @CatAnnRandall 13/08/2014

      Why I’m staking my career on the growth of social business http://t.co/VZsa0uQyeQ via @andrewgill

    • @mattbuck_hack 13/08/2014

      [_]o break Reading: Collaborative business – http://t.co/bBfMrS4CWg

    • @sramses177 13/08/2014

      Why I’m staking my career on the growth of social business http://t.co/RZpHlyHUlL via @AndrewGrill #socbiz

    • David McClelland 13/08/2014

      Andrew – do you think there is a stigma around the term ‘social’ when used in a business context? Yes, on the ground we see the benefits of #socialbusiness but I still wonder if many C-suiters only see as far as ‘social’ and disregard everything that follows.

    • Andrew Grill 13/08/2014

      Short answer YES! I start my presentations to the C-Suite by NOT using the word social. Instead use words such as per above – culture, people, business value, market research. When I did this recently, the CEO of a well-known UK company congratulated me and said finally he understood the benefits of social to his organisation.

    • @njaitly18 13/08/2014

      Why I’m staking my career on the growth of social business and not social media http://t.co/PdWFuqt9cE via @andrewgrill

    • @lotusnorge 14/08/2014

      Why I’m staking my career on the growth of social business http://t.co/hS8h7gzKDv via @andrewgill #socbiz

    • @chrisfarrance 14/08/2014

      The future your value to an organisation won’t be what you know, it will be what you share. #Digital #Business http://t.co/wxzTdSU3Vp

    • @moniquenini 14/08/2014

      RT @edbrill: From @andrewgrill: Why I’m staking my career on the growth of social business and not social media http://t.co/BSg3zIi8TW #soc…

    • @tdauphin 14/08/2014

      RT @edbrill: From @andrewgrill: Why I’m staking my career on the growth of social business and not social media http://t.co/BSg3zIi8TW #soc…

    • @PaulBromford 14/08/2014

      Love this defintion of social business from @AndrewGrill http://t.co/mqgoh2VFpV http://t.co/NtLznptSTI

    • @StevenDickens3 15/08/2014

      RT @LindaCantwell: “in the future your value to an organisation won’t be what you know, it will be what you share.” via @AndrewGrill http:…

    • @IBMNorge 16/08/2014

      Why I’m staking my career on the growth of social business http://t.co/A1YcQMpuR9 via @andrewgill #socbiz

    • @somanovato 16/08/2014

      Why I’m staking my career on the growth of social business and not social media – London Calling social business: http://t.co/GVtUG5m5Zj

    • @IBMSocialBizUK 17/08/2014

      Why I’m staking my career on the growth of social business http://t.co/5LvhXAhMzM via @andrewgill #socbiz

    • @rodep 17/08/2014

      RT @sadatshami: Why I’m staking my career on the growth of social business and not social media http://t.co/VGJFyC2Wsz

    • @PeerAnalytics 18/08/2014

      Why I’m staking my career on the growth of social business and not social media – London Calling social business http://t.co/ciTMjYkgvf

    • @IBMsocbiz_DK 18/08/2014

      Why I’m staking my career on the growth of social business http://t.co/vRRap2iLTE via @andrewgill #socbiz

    • @GregShove 18/08/2014

      Why @andrewgrill from IBM is staking his career on the growth of social business and not social media http://t.co/gwv7HdryjT

    • @nickhtang 19/08/2014

      RT @jwcady: Why I’m staking my career on the growth of social business and not social media http://t.co/OvXruNMSua

    • @notbnz 19/08/2014

      Why @andrewgrill from IBM is staking his career on the growth of social business and not social media http://t.co/VceHFBbJDw #SCInsiders

    • @ClaudeSuper 19/08/2014

      @andrewgrill: Why I’m staking my career on the growth of social business and not social media : http://t.co/q0bBTR56aR

    • @voinonen 19/08/2014

      RT @bduperrin: Why I’m staking my career on the growth of social business and not social media http://t.co/CC1O7Ow6zh

    • @jcgonzaledu 20/08/2014

      RT @IBMsocbiz_NL: “Why I’m staking my career on the growth of social business” http://t.co/gPzWyM1u2p via @andrewgill #socbiz http://t.co/v…

    • @J0xford 20/08/2014

      RT @PaulBromford: Love this defintion of social business from @AndrewGrill http://t.co/mqgoh2VFpV http://t.co/NtLznptSTI

    • @RikdeFluiter 22/08/2014

      RT @Pinaatje: Social Business is the future not Social Media | http://t.co/VTyBhW7omq #socialbusiness

    • @EmielKuijpers 22/08/2014

      RT @Pinaatje: Social Business is the future not Social Media | http://t.co/VTyBhW7omq #socialbusiness

    • @isanine 22/08/2014

      RT @Pinaatje: Social Business is the future not Social Media | http://t.co/VTyBhW7omq #socialbusiness

    • @SollicitatieLAB 22/08/2014

      RT @JacolienKooman: ‘t wordt de norm, zoals de blogger meldt RT @Pinaatje: Social Business is the future not Social Media http://t.co/WeFj5…

    • @Muxions 22/08/2014

      RT @Pinaatje: Social Business is the future not Social Media | http://t.co/VTyBhW7omq #socialbusiness

    • @annalowman 24/08/2014

      RT @bduperrin: Why I’m staking my career on the growth of social business and not social media http://t.co/CC1O7Ow6zh

    • @IBMSocialBizUK 26/08/2014

      .@AndrewGrill: Why I’m staking my career on the growth of social business http://t.co/5LvhXAyPBM

    • @MarkDiMassimo 26/08/2014

      A social business is more than just the fans, followers, and likes. http://t.co/DOnsVw5Sj8

    • @peoplefw 02/09/2014

      Why I’m staking my career on the growth of #Social #Business via @AndrewGrill http://t.co/jPZYJwKOzI

    • @IBMUKICPG 02/09/2014

      Why I’m staking my career on the growth of social business http://t.co/T2iVPB371y

    • @IrishMarketers 17/09/2014

      RT @AndrewGrill: Some pre-reading for those attending the @IrishMarketers breakfast http://t.co/yaqvvZTOOs

    • @roblouiswalsh 17/09/2014

      RT @AndrewGrill: Some pre-reading for those attending the @IrishMarketers breakfast http://t.co/yaqvvZTOOs

    • @AndrewGrill 09/01/2015

      Rewind: Why I’m staking my career on the growth of social business http://t.co/KdqWEzTtXG

    • @BreakingNewsCEO 25/11/2015

      RT @AndrewGrill: Rewind: Why I’m staking my career on the growth of social business https://t.co/HmkEHgIjB5

    • @graeme_ncl 25/11/2015

      RT @AndrewGrill: Rewind: Why I’m staking my career on the growth of social business https://t.co/HmkEHgIjB5

    • @AndrewGrill 20/07/2016

      Rewind: Why I’m staking my career on the growth of social business https://t.co/HmkEHgIjB5

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